This exploratory study aimed to determine firstly the non-consumptive value of five marine species (whales, the Great White shark, penguins, dolphins and seals) and secondly the sociodemographic and behavioural variables that influence willingness to pay to see these species. This was achieved by means of a structured questionnaire survey conducted at Table Mountain National Park, the largest urban national park in South Africa. The data consisted of responses to 319 fully completed questionnaires. These were analysed using factor analysis and Ordinary Least Squares (OLS) regression analysis. The results showed that the variables influencing willingness to pay differed from species to species, with the biggest differences being found in behavioural rather than sociodemographic variables. In showing how much respondents were willing to pay to see the various species and which species they preferred, the results also highlighted the non-consumptive value of the species.